Britons seek 'experience' holidays

Many Britons are once again planning to holiday abroad as the economy inches towards recovery, with a growing number looking for "experience" packages, a study has revealed.

The survey by care hire firm Avis found that an increasing number of people are this year keen on trips that involve special activities.

A fifth of holidaymakers have opted for an adventure or sport themed holiday package, while 13% want something more cultural or education oriented.

Avis UK marketing head, Nick Mountfield, said: "In 2009 we saw many consumers opting to holiday in their own country, but now we are seeing signs of economic stabilisation, leisure travellers are once again looking to explore foreign shores.

"While traditional beach and city breaks are still proving popular, a significant number of travellers are looking to make more of their time away by either taking in more venues at their chosen destination or undertaking more fulfilling activities during their break."

Meanwhile, holiday company Jetsave said despite the pound's losses against the US dollar, bookings to Florida have gone up 44% from the same period last year.

The June opening of Orlando-based theme park, The Wizarding World of Harry Potter, is believed to be one of the reasons for the rising interest in the destination.